Association of Marketing Theory and Practice Proceedings 2018
 

Document Type

Conference Proceeding

Publication Date

2018

Abstract

As all nonprofit managers can attest, reaching out to potential customers using traditional marketing tools can often be frustrating at best and ineffective at worst. To better understand the challenges faced by nonprofit organizations this paper reviews several specific issues confronting nonprofit organizations: the adoption rate of websites, and the website types chosen by these nonprofits. These issues are explored through the lens of 3117 nonprofit organizations. The types of websites to consider by size of the organization and focus of the organization are discussed. The managerial implications address possible ways to optimize the use of resources for small and large organizations.

About the Authors

Dave McMahon is an Associate Professor of Marketing in The Graziadio School at Pepperdine University. Dr. McMahon’s primary research interests are in the areas of website use by nonprofits, HR logistics, and services. Dr. McMahon is co-author of one book and his research has been published in a number academic journals, proceedings, and trade journals. His consulting is focused at the c-level across a broad range of industries.

Dr. Samuel L. Seaman – is professor of Decision Sciences in the Graziadio School of Business & Management at Pepperdine University. He has published in numerous academic journals and his consulting engagements have led to meaningful improvements in credit-scoring models, predictive models of charitable giving, and assessment models used to evaluate the efficacy of strategic initiatives on corporate financial performance.

Dr. Michael McCall – is the NAMA Endowed Professor of Hospitality Business in the School of Hospitality, Eli Broad College of Business at Michigan State University. His primary research interests are in customer loyalty, reward programs and statistical approaches to measuring customer value. He spends as much time as possible hiking the red rocks of Sedona Az with his wife Debra and dog Constantine.

Copyright Statement / License for Reuse

Creative Commons Attribution 3.0 License
This work is licensed under a Creative Commons Attribution 3.0 License.

Included in

Marketing Commons

Share

COinS